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Responses by Daniel Larsen, creative director, Futura

Background: SIMCA Desarrollos is a real estate developer dedicated to strategy and construction, based mainly in Merida, Cancun, Playa del Carmen and Tulum in Mexico. The real estate market has been developing exponentially in these areas, and our aim was to create a brand that felt different, contemporary and appealing, while still conveying a sense of maturity and trustworthiness for investors, locals and international clients.

Reasoning: SIMCA encompasses several brands within itself—one for each development project. Therefore, it was important for the main identity to work well on its own, as well as with all the other brands. So, we created a logo that was simple and clear, counterbalanced with a vibrant color palette to communicate strength and uniqueness.

Challenges: In the past few years, we have been developing many bold and colorful identities, usually accompanied by complex illustrations. This was the prefect challenge for us to show our versatility and how we could create a corporate identity.

Favorite details: The isotype, which consists of two vanishing points that, when viewed in perspective, construct the word SIMCA, giving a 3-D illusion despite the word being flat.

Visual influences: In order to develop the isotype, we looked into the principles of composition theory, focal points and perspective, which are also principles of architecture and a response to the nature of the company.

Specific demands: Finding a way to bridge the main brand with the other brand identities was one of the most difficult tasks we were confronted with in this project.

byfutura.com/en

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